The word “liaise” is about as common in the U.S. as are reports of successful marketing efforts on Facebook and MySpace. To succeed in social media, brands would be wise to LIAISE, a word first coined by our genteel and cultivated cousins across the pond in the 1920’s. By definition, liaise means “to communicate and maintain contact with,” the fundamental goal of marketing on social networks. Modern synonyms like “link up” and “hook up” bring the word even closer to home. To tighten the connection, LIAISE becomes an acronym for a six-step process to connect with consumers via social media: Listen, Identify, Activate, Integrate, Socialize, Evaluate.

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